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Detroit: Become Human Media Kit

Detroit: Become Human is the latest release from Quantic Dream, expanding on the studio’s legacy of gripping, narrative driven experiences such as Heavy Rain and Beyond: Two Souls. Set in the 2038 near-future metropolis of Detroit, which has been rejuvenated by CyberLife’s invention and introduction of androids into everyday life. But when androids start behaving as if they are alive, events begin to spin out of control… and players choices have consequences as they co-write the story through the actions of the story’s three playable android characters, asking “how far will you go to be free?”

We were once again briefed by Sony Interactive Entertainment Europe to create the game’s media/influencer kits. As there was no retail Collector’s Edition they wanted something really memorable and unique to deliver the game code and a Dark Horse mini-artbook - facilitating social media coverage and furthering the game’s marketing. Our starting point became a triangular badge seen on the android’s chests, which evolved into a triangular rigid presentation box - the shape allowing further reference to the 3 main characters of the game - Kara, Connor and Markus. The packaging contained a range of content to inform and intrigue recipients, with the visual direction lead by the game’s futuristic storyline and in-game CyberLife branding. 2000 media kits were localised to 10 languages and distributed to over 30 global territories - with delivery to first recipients just 8 weeks after our final briefing!

The box and lift off lid was produced in paper over board - the lid’s design was intentionally minimal, with the white wrap referencing the android’s appearance during their Detroit manufacturing. CyberLife branding featured on each of the lid’s side faces in a Spot UV, with the designs appearing as the light caught it - as well as an android barcoded numbered edition sticker with holographic foil backing. The lid’s top face featured the triangular android badge itself, with a transparent holographic foil invoking movement as it changed colour over the underlying printed image. The lid sat short of the inner box base - allowing elements of it’s design to be revealed and creating further intrigue - whilst the base of the box featured further game derived markings and key logos. Kits for SIEE and Quantic Dream featured an exclusive stencilled android revolution symbol on the inner lid - hinting at the storyline of ensuing troubles.

The lid removed to reveal a smaller triangular inner box, with the outer panels depicting the 3 main characters - the futuristic interface graphics referenced in-game scenes where androids are sold behind glass touchscreens - whilst the use of Silver Pantone and matt lamination furthered the premium aesthetic. The inner box was designed to foldout upon the lid’s removal, revealing a bold contrasting interior - featuring in-game derived patterns in silver and black Pantone with gloss lamination. An integrated pocket with sealed flap held additional content, with it’s placement a visual play on the game’s branching narrative.

In the centre sat a full colour panel, with inset plastic card, which was removed to fully reveal the underlying image of Detroit’s skyline. The matt textured card was designed to look like a CyberLife ID card, with a holographic ink barcode - linking back to the holographic box lid and numbered sticker. The dark reverse mirrored the light/dark contrast of the inner box and featured further holographic detailing and a unique code for recipients to download the game and digital extras - a more on-theme/futuristic delivery method than the usual Blu-Ray disc.

The inner box pocket opened to reveal a card gatefold wallet inside - it’s removal allowing for the pocket’s inner triangle patterning to be seen. Produced in a sturdy 500gsm Silk card, the cover of the 8pp gatefold featured a striking closeup of a CyberLife android’s eye and opened out to reveal the other half of the android’s face, with gloss lamination enhancing the imagery. The inner of the gatefold revealed strands of data, to tie into the box/storyline, and further holographic foil detail. The gatefold opened up fully to reveal a localised inner - the centre panel featuring an introduction from Chloe, the player’s in-game guide, whilst the background pattern tied into the box - printed in contrasting tints of Silver Pantone. The left hand panel featured diecut notches to hold in place a set of 8 localised data cards and a foldout narrative - collated via a CyberLife black rubber band - whilst a pocket on the right side held the mini-artbook. The collated content was removed from the gatefold to reveal further information including media assets and DLC redemption details.

The data cards were produced on a smooth Silk card with Silver Pantone detail, their distinctive diecut shape giving them a futuristic feel. The front of the first card depicted the CyberLife offices alongside the localised game logo - with the reverse featuring marketing text. A card about each of the 3 main characters followed - like a CyberLife sales card, with the remaining 4 cards featuring screenshots depicting the game’s storyline and ending with imagery of the 3 main characters, suggesting a future unknown. Behind the printed cards was the foldout narrative, which visually depicted the game’s Hostage scenario and how the player’s gameplay decisions impact future events. The inner of the foldout featured an exclusive concept art, with further Silver Pantone detailing - the diecut notches giving it a unique presentation.

The final pieces of content were held within the gatefold pocket, removed via the triangular thumbhole - which linked back to the shape of the box. The Art of Detroit: Become Human mini-artbook matched the size of the data cards, it’s hardback cover sandwiching 48 pages of exclusive concept art by Quantic Dream. Upon opening the book, the recipient discovered a sheet of temporary tattoos for recipients to apply, including the CyberLife logo, android badge and the LED which indicates the android’s 3 states. The designs were printed with an underlying silver foil, enhancing the finish and making the android LEDs appear to glow - with the reverse featured CyberLife branded usage information.

In addition to the media kit, we also produced 570 standalone sets of temporary tattoos for distribution to videogame retailers during the game’s launch period. These tattoos featured a sheet of the android blue LED (standard state) to be applied to staff’s temple, and were dispatched with a diecut data card about android behaviours, within a gloss silver mailer with Silver Pantone and white foiled CyberLife branded label.

The campaign created a mass of social media coverage including YouTube unboxings, Twitter discussions and blog posts - with the media kits utilised for the game's launch event in Detroit - and gained great feedback from recipients, SIEE and Quantic Dream. Imagery of the kit and it’s production below, with further imagery to be found on a future Fluid website update.